项目坐落于哥本哈根Niels Hemmingensgade 街3号，系OCE的全新旗舰店，由Aspekt Office事务所操刀设计。新店位于商业步行街区 “strøget”的中央，所在建筑主体具有经典的欧式风格与悠久历史。

At Aspekt Office, we have been responsible for the design of OCE’s brand-new flagship store on Niels Hemmingensgade 3 in Copenhagen. The new store is located in the middle of the pedestrian high-street “strøget” in an old classic building.

OCE是一个大受欢迎的中国生活品牌，在中国设有大约50家畅销分店。OCE致力于打开欧洲市场，因此委托Aspekt Office事务所为其设计一间简约大气，同时具有欧式氛围的旗舰店。业主的设计要求十分明确——运用经典的斯堪的纳维亚式（scandinavian）建筑外观营造北欧风格，彰显OCE企业文化与新式生活理念，以及，也是最重要的一点，吸引当地消费者。

OCE is a large and popular Chinese lifestyle brand with approximately 50 active stores In China. They are now expanding their concept to Europe, and in this connection, they contacted us. The design requirements for the new store were clear and concise – OCE wanted us to create a Nordic atmosphere and add a Scandinavian look, feel and expression to their brand, to be able to attract Scandinavian costumers. That was paramount.

项目概览

Aspekt Office事务所与OCE保持了多年的友好合作关系，基本相当于OCE的创意总监，长期协助中国团队进行产品与室内设计。由于本案采用了先锋的设计理念与大量高质量的装潢材料，来展示OCE的品牌服装与家私产品，设计师将店铺划分成不同的区域，不同功能空间的具体表现形式也不尽相同。

We have worked closely with the OCE for several years and handles the role of creative directors. We help the Chinese team with product and interior design on the daily. Since OCE both have a clothing collection and a home-department with a large selection of top-quality interior design and decorations, we decided to divide the store into different zones with different specific expressions.

项目分析图

首层/The first floor

极简的色调使彩色的产品脱颖而出，成为空间中的焦点。当顾客进入商店时，首先引入眼帘的是具有温暖亲切氛围的收款台。家私专区位于收款台右侧，而时尚专区则位于收款台的左侧。

In general, we have worked with as few colors as possible to make their colorful products stand out and take the primary focus. When costumers enter the store, the first thing they notice is the warm and welcoming counter. To the right of the counter, costumers will find the home-department zone, and to the left, the fashion zone unfolds.

橡木制的收款台

收款台由橡木制成，这是斯堪的纳维亚设计中常用的一种木材。浅色的橡木收款台彰显了自然的气息，同时使室内氛围变得轻松明亮。坚实的橡木覆盖了柜台后面的墙壁，温暖的质感与纯白的主色调形成鲜明对比。

The counter on the first floor is made of oak, a frequently used type of wood in Scandinavian design. The oak-counter creates the natural base, is light-colored, and contributes to the light and airy atmosphere. Solid oiled oak profiles cover the wall behind the counter and provide a warm contrast to the otherwise white universe.

收款台细部

家私专区布局致简而规整，产品因此成为整个专区的焦点。所有产品均陈列在特别定制的钢制货架上。

In the home-department zones, we have implemented a very sterile and raw expression to ensure that the products are the main focus. All products are displayed on special-designed shelves of steel.

时尚专区内，为了突出品牌服装，设计师在该区域运用了明亮的白色作为主色调。时尚专区的白色制品均有可回收材料制成，彰显了OCE服装系列的可持续理念。

To make sure we highlight the clothes, we have worked with a white and bright look in the fashion-zones. We have used white recycled materials to underline the sustainable elements of OCE’s clothing collections.

时尚专区

试衣间

二层/The second floor

由于店内空间狭紧凑，设计旨在充分利用每一个小角落，比如楼梯下的空间。Aspekt Office事务所将从未使用过的楼梯下空间，规划为展区。通过这种方式，使楼梯更为引人注目，将顾客引导向二层。

Since the store is very small and compact, we made it our mission to utilize even the tiniest little corner. This approach shows, in particular, under the stairs to the second floor. The cavity under the stairs was never used, but we have made it into an exhibition area. In this way, we highlight the stairs of the store and lead people to the second floor.

二层楼梯入口

业主希望在店内设置充足的储物空间，而设计师希望使室内通透而简洁。为了兼顾这两者，OCE旗舰店充分利用了自然采光。光线洒落到室内，在视觉上，将空间扩大，营造出开敞的空间感。由于空间布局比较紧张，店内整体采用了极简主义的表达方式，使所有区域都具有功能性和实用性。

OCE wanted as much space for shelving as possible, and we wanted to make the room feel airy and spacy. To succeed with this quest, we have taken advantage of the natural light. In letting the light in, we create the feeling of more space. Because of the sparse space, we have worked with a minimalist expression and made all areas of the shop functional and usable.

Aspekt Office事务所致力于不断探索新的道路。推陈出新，拥抱更新鲜，年轻，现代的设计方法。本项目则充分体现出这种设计理念。

At Aspekt Office, we want to explore new paths, rebel against the existing, and embrace a more fresh, young, and modern approach to design. The new OCE store at Niels Hemmingensgade 3 reflects that style.

材料甄选/Choice of materials

为了塑造经典的斯堪的纳维亚式（scandinavian）外观，设计师对材料的选择精益求精。斯堪的纳维亚式（scandinavian）风格旨在运用纯粹、极简、兼顾功能性与美感的设计语言。为了达到这种效果，OCE旗舰店的设计必须展现出这些要素。

To obtain the essential Scandinavian look and feel, we have worked with carefully selected materials. Scandinavian design is a design movement characterized by simplicity, minimalism, functionality, and beauty, and we had to mirror that in OCE’s new store.

家具细部与产品

衣架与置物架均为Aspekt Office事务所设计定制，由经过表面处理的钢材制成，坚固耐用，造型简单却彰显品质。店内为展示服装而特别设计的柜台由回收再利用的塑料制成。这些回收的塑料均来自废旧的酸奶罐。

We have produced all clothes-racks and shelving in coated steel with a robust industrial surface. They are simple in their expression, but they exude quality. The special-designed podiums of the store, made for showcasing clothes, are produced of reused plastic from Smile Plastics. The material used derives from old yogurt pots.

材料细部

混凝土般的灰色油毡地毯铺满整间商店，营造出平静放松的氛围。此外，店内所有的窗帘都由羊毛制成。店内与门头的改造设计均基于对周边环境的尊重。在此前提下，Aspekt Office事务所为历史悠久的建筑带来了现代化的表达。

Throughout the store, you will find a linoleum floor with a concrete-like look, to create a calm and relaxing atmosphere. Wool is the used fabric on all curtains in the store. We have renovated the entire space in respect of the building and the surrounding area. With this in mind, we have updated the room and given it a modern boost.

收款台轴测图

置物架轴测图